FG ABWL, insbesondere Marketing
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Short-form video captures Marketers’ attention, yet evidence on how editing shapes engagement is limited. We test how two jump-cut styles (seamless vs overlapping) and transition frequency (low/medium/high) influence two outcomes: interactive engagement (liking) and sustained engagement (completion/rewatch). After a field benchmark to set actionable pace levels, we ran a between-subjects 2×3 experiment plus an unedited control (N=242) using seven variants of the same 20-second talking-head clip. Seamless cuts increased liking relative to overlapping and unedited; overlapping cuts increased sustained engagement, but this advantage attenuated as transition frequency rose. Higher pacing reduced sustained engagement overall. Theoretically, results map editing styles onto distinct engagement routes: processing fluency aligns with likes, while micro-disruption supports attention. Managerially, editors should match cut to KPI: prefer seamless at moderate pace to drive likes; use overlapping at low pace to improve completion; avoid chasing speed for its own sake.
Visual abstraction in AI-generated pet ads : effects on purchase intention via positive emotions
(2026)
This study investigates how visual abstraction in AI-generated advertisements affects consumer purchase intention, mediated by positive emotions, grounded in Construal Level Theory (CLT). While advertising research has advanced, direct tests of visual styles (realistic vs. stylized) in brand contexts—especially with animal imagery and affective mediation—remain limited. We address this through a survey experiment using AI-generated stimuli for dog and cat food ads, varying abstraction levels. Structural equation modelling indicates that lower abstraction positively impacts emotions, which in turn positively influence purchase intention. The indirect effect supports partial mediation, with controls like interest and gender showing relevance. Theoretically, findings extend CLT by connecting realism to low-level construal and enhanced emotional intensity in pet branding. Managerially, they suggest favouring realistic AI imagery for affect-driven persuasion, potentially improving authenticity perceptions. Overall, realism provides emotional benefits in AI-supported advertising design.
We test how apparent review provenance and reader age jointly shape hotel purchase intention. In a between-subjects online experiment (N = 186) participants (balanced <50 vs. 50+) viewed a standardized hotel with one of four cues: no review, a generic positive review, a young-authored review, or an old-authored review. A model with age, review condition, and interactions reveals a clear moderation. Youthful consumers show no differences between no/any/young-authored reviews, but old-authored reviews reduce intention. Older consumers (50+) start lowest without reviews; any review increases intention, and old-authored reviews produce the highest intentions overall. Results integrate social proof with social identity, highlighting age-based in-/out-group cues as relevant. Managerially, platforms should age-tune review displays: surface peer (50+) reviews for older visitors and avoid leading with old-authored snippets for youth.
Influencer marketing has traditionally celebrated youth as the key to engagement. However, with the rise of AI-powered appearance manipulation, influencers can strategically curate their age. This study explores how apparent age shapes marketing outcomes, challenging the conventional wisdom that youth always sells. Drawing on Source Credibility Theory, we examine how age influences credibility (the compound of expertise/trustworthiness) and attractiveness, hypothesising a Goldilocks effect where moderate ages yield optimal results. Across four pre-registered studies using experimental, field-experimental and observational designs, we reveal an inverted U-shaped pattern: extremely young or old appearances underperform, while moderate age leads to peak engagement. Independent manipulations confirm that age raises credibility, lowers attractiveness, and that these dimensions interact to shape outcomes; moderators (AI disclosure, gender, audience age, or homophily) shift or bend the curve as predicted. We introduce age appearance as a strategic lever for brands, creators, and platforms in the era of digital identity manipulation.
This study investigates the relationship between video length and user engagement on socialmedia. Building on previous research that has primarily examined a linear relationship, we hypothesize that the effect of video length follows an inverted U-shape, with moderate lengths maximizing engagement. We also examine the moderating effects of music and advertising. A survey experiment was conducted in which subjects were asked to rate two different videos. The videos were varied in length, music presence and advertisement presence, resulting in 48 different variations. In total, 310 data points were generated. The results confirm a significant inverted U-shaped relationship between video length and engagement, with an optimal length of 34.69 seconds. Music has a positive moderating effect on the relationship, while advertising has a negative moderating effect. These findings provide theoretical and practical insights for optimizing video content to increase social media engagement. Future research should investigate further moderating factors and test longer video formats.
A Nutri-Score can benefit private label food unhealthy products better than manufacturer brands
(2025)
Private labels have significantly increased their market share in the German food retailsector over the past 50 years, often matching manufacturer brands in quality and offeringcompetitive prices. This trend complicates consumer choices, especially as they seek healthieroptions but face an overwhelming number of products. Front-of-pack labelling (FOPL), suchas the Nutri-Score, is used by manufacturers to signal product quality and aid consumerdecision-making. The Nutri-Score, a voluntary and free label, has been shown to improvenutritional awareness and perceived food quality. However, there is limited evidence on thedifferential effects of FOPL between private labels and manufacturer brands. This researchinvestigates whether private labels and manufacturer brands are differently affected by theNutri-Score and if the FOPL effect for private labels depends on manufacturer brands alsodisplaying the Nutri-Score. An experiment with eight food categories revealed that privatelabels benefit more from displaying Nutri-Scores than manufacturer brands, but this advantagediminishes when both display the label. The findings suggest that private labels in nutritionallyunhealthy categories can benefit from Nutri-Scores, even with low ratings, as long asmanufacturer brands do not also display them. From a public health perspective, the resultshighlight a potential downside of voluntary FOPL policies, as selective display by brands canstill positively influence consumer choice, even for unhealthy products.
Einfluss von Geschlecht und Alter von Artists auf die Views und Likes für Kurzvideos bei TikTok
(2025)
In einer Zeit, in der Social Media zunehmend für die Vermarktung von Musik genutzt werden, stellt sich die Frage, ob algorithmische Bevorzugung gewisser Accounts bestehende gesellschaftliche Geschlechter- und Altersvorurteile verstärkt. Um diese Fragestellung zu beantworten, wurde ein Experiment mit 16 fiktiven Artists (Musik) durchgeführt, die sich vorrangig in Geschlecht und Alter unterschieden. Ihre Kurzvideos wurden auf der Plattform TikTok veröffentlicht und die View- und Likezahlen wurden gemessen. Die Ergebnisse zeigen signifikante Unterschiede in der Sichtbarkeit und dem Engagement: Jüngere weibliche Artists erhielten mehr Aufrufe und Likes im Vergleich zu ihren männlichen und älteren Kollegen. Dies deutet darauf hin, dass die TikTok-Algorithmen junge weibliche Künstler begünstigen, während ältere Künstler, insbesondere Frauen, benachteiligt werden. Die Studie legt nahe, dass Artists gezielte Strategien entwickeln müssen, um in einem zunehmend wettbewerbsintensiven Umfeld sicht-bar zu bleiben.
The AI penalty : exploring user perception and engagement with AI-generated content on Instagram
(2025)
The rise of AI in social media has brought about various applications such as chatbots, filters,and virtual influencers. However, it remains unclear whether differences exist in the perceptionof AI-generated images and captions across different topics (consumer and creator lifestyle)and whether labeling such content as AI-generated impacts user responses. This study explores how AI-generated Instagram posts affect user engagement (liking, sharing, commenting) and perceptions of authenticity, credibility, creativity, and originality. We conducted an online questionnaire and analyzed the responses of 271 participants using multiple linear regressions and mediation analyses. The findings reveal expected results, such as AI-generated content, especially images, being perceived and interacted with more negatively than user-generated content. However, there were also unexpected outcomes, including the revelation that labeling AI-generated content does not significantly affect consumer responses. Surprisingly, in consumer lifestyle content, an AI-generated caption can lead to improved perceptions and greater engagement. We discuss these findings’ practical implications and suggest future research directions.
This research uses three online experiments (total n =501) to examine which participative pricing mechanism—Pay What You Want (PWYW), Name Your Own Price (NYOP), or Pick Your Price (PYP)—firms should use to optimize purchase intentions and expected payments. In doing so, we combine the PWYW and NYOP literatures and jointly test relevant mediators: perceived price fairness, price control, and effort. In addition to average total and indirect effects, a novel application of the Kolmogorov-Smirnov test provided lower bounds of consumers paying less or more under each pricing method. Our results show that PWYW leads to the highest purchase intention despite generating the lowest payments. PYP outperforms in terms of expected payments. Mediation analyses indicate that perceived control negatively affects purchase intention for PYP and NYOP. Under PYP and NYOP, at least 10% to 84% of consumers pay more, depending on the study, but very few (single digit percentages) pay less than under PWYW.
In Zeiten von Inflation, stagnierenden Umsätzen und intensivem globalen Wettbewerb müssen Unternehmen sich von ihren Konkurrenten abheben, um Wettbewerbsvorteile zu erzielen . Ein interessanter Ansatz hierbei ist der neu entstandene Pick Your Price (PYP) Mechanismus, der ähnlich wie das bekannte Pay What You Want (PWYW) als partizipativer Preisbildungsmechanismus gilt und den Käufern die Möglichkeit g ibt den Preis massiv zu beeinflussen Käufer bevorzugen eine aktive Beteiligung am Preisbildungsprozess anstelle des passiven Akzeptierens fester Preise. Eine Teilnahme der Käufer an diesem Prozess erhöht zudem ihre Wahrnehmung von Fairness und Zufriedenheit. Allerdings stellt sich die Frage, welcher Preismechanismus Festpreis, PWYP oder PYP von Unternehmen genutzt werden sollte, um die Kaufabsicht und erwarteten Zahlungen zu optimieren. Um diese Frage zu beantworten, wurde ein Online Experiment durchgeführt und mittels ANOVA und Mediationsanalyse ausgewertet. Die se Studie vergl eicht d ie genannten Strategien anhand von Produkten mit unterschiedlichen Preisniveaus (Deodorant, Smartphone, Auto). Ziel war es, die Auswirkungen der Preismechanismen auf die Kaufabsicht, die erwarteten Zahlungen und die Wahrnehmung der Käufer in Bezug auf Kontrolle , A ufwand und Fairness, während des Kaufprozesses zu bewerten. Die Ergebnisse zeigen, dass PWYW die höchsten Werte für Preiskontrolle, kognitiven Aufwand und Kaufabsicht liefert. Die höchste Zahlungserwartung wurde hingegen für PYP ermittelt. Darüber hinaus zeigt diese Stud ie, dass die wahrgenommene Kontrolle die Kaufabsicht und die erwartete Zahlung am stärksten beeinflusst , gefolgt von
Aufwand und Fairness. Weiterhin werden Erkenntnisse für Forscher und Praktiker diskutiert.
